Jaguar Unveils the Type 01, Its First All-Electric Model in a Decade

At a darkly lit Manhattan warehouse this week, Jaguar presented the Type 01, a $130,000 all-electric sedan. The vehicle, described in a press release as the brand’s “most aerodynamic Jaguar ever,” features a boxy silhouette, a range of up to 450 miles on a full charge and acceleration from 0-62 mph in three seconds. The launch was attended by actress Florence Pugh, Knicks star Karl-Anthony Towns and numerous social-media influencers, signaling Jaguar’s aim to attract younger, affluent buyers.

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Jaguar has been scaling back its lineup, selling only one model in the United States and none in the United Kingdom after ending production of most legacy models two years ago. In 2024 the automaker introduced a polarizing new logo and a broader electric-vehicle strategy, hoping to revive interest that had waned under previous owners, including Ford and Tata Motors.

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The high-end EV segment is crowded, with rivals such as the Porsche Taycan, Mercedes EQS and Lucid Air all facing sales challenges. In the United States, electric vehicles comprised just under 10 % of new-car sales last year, and the federal EV tax credit has expired, adding pressure on premium-price models. Jaguar has not disclosed specific sales targets for the Type 01, but analysts expect stronger demand in Europe and Asia than in the U.S. market.

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Jaguar Managing Director Rawdon Glover told the audience that the event marked a return for the brand, emphasizing a strategic shift toward fully electric offerings priced in the six-figure range.

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• “They need to find buyers that are willing and interested in the electric space, and there has been a lack of interest to some degree for electric vehicles in the higher-end sedan market,” — Stephanie Brinley, principal automotive analyst for Mobility Global

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